Captions and clothing are the perfect strategy to achieve virality on the net.
That’s exactly what fashion house Viktor and Rolf have achieved at Paris Haute Couture Week. Usually famous for their artistic statements and avant-garde ensembles, the designers have now combined meme culture and couture. Perhaps this is thanks to a raft of luxury brands recent strategy of appealing to the younger generations by either rebranding or getting new creative directors on board. The internet has enabled most to target millennials via social media platforms and slowly plant the luxury seed for their prospective client base.
We’re unsure whether their existing clientele share the same excitement, but Couture week in particular, is normally overlooked by the younger fashion crowd. People could say it’s totally unattainable, not worth following, or even dream of ever owning such a valuable garment that are displayed on these runways.
Yet by speaking the language of the instagram crowd, Viktor and Rolf are showing that they are definitely something to have on the radar, even if it is for other more affordable collections or even their fragrances. Our favourite was, ‘Sorry I’m Late, I didn’t want to come.’
Great tactic for brand awareness!
